In the third phase, arts marketers are establishing a relationship with online audiences
Photo: Jason Farrar (CC BY-NC-ND 2.0)
The dynamics of arts marketing
Hye-Kyung Lee traces the history of arts marketing though three different phases, each posing new challenges and requiring arts marketers to rethink their aims and remits.
Arts marketing is a complex activity embedded in the political, socio-economic and technological contexts where the arts sector is situated. At the core of it there exists the firm belief of arts prac...
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